It started as a way to be certain that a brilliant future for their daughters, but Karen and Dan Penfold’s Four Daughters Beef brand has had to shift dramatically in the past year in declare to continue to exist.
- Four Daughters Beef began as a beef export business in 2019
- The Queensland-based business was started by Karen and Dan Penfold for their four daughters
- Due to the COVID-19 pandemic, their export business was halted and their premium beef box business was born
The impact of the COVID-19 pandemic is aloof rippling via the family’s premium black angus beef brand and export business, which began exporting at as soon as to Wuhan, China in 2019.
Starting Four Daughters Beef that same year, the Penfolds were procuring for a way to be certain that they had a stable succession plan in place for their daughters, Bonnie, Molly, Jemima and Matilda.
Then, when exports were halted and bans on processing hit at some stage in the pandemic, the family refused to back down and instead pivoted to the domestic market.
“It’s lawful so hard, or now not it has been so complicated,” Karen Penfold said.
“Usually the easy chance can be to hang up your boots and walk away, but we lawful bound back to why we’re doing it, which is succession and building business alternatives.”
So, while the family was unable to ship product to China, they created a paddock-to-plate beef box for the south-east corner of Queensland, stuffed with their 150-day grain-fed black angus beef products and hand-delivered by a member of the family.
And while it has now not been as profitable as their export business, it has been extremely rewarding, Ms Penfold said.
“Nonetheless that’s really small numbers of our complete program, but diminutive steps and we will look where that leads us.”
In October, the Penfolds’ purchasers in Wuhan asked for more beef in preparation for February’s Chinese language Original Year celebrations.
It was the first shipment overseas in around seven months.
It was subjected to more processing bans, but eventually made it to the customer.
“They’d called in September and said, ‘Can you bound to Shanghai to the International Food exhibition?'” Ms Penfold said.
“We reminded them that at that point we couldn’t actually gain into Original South Wales, so we couldn’t bound to Shanghai.”
After that shipment, they were told they did now not want to ship any more of their beef till at least April.
However, the Penfolds are now not striking all their eggs in one basket, and while their export disappear has “fairly great arrive to a halt”, Ms Penfold said they were aloof working hard to gain that aspect of the business up and running as rapidly as that you can imagine.
“We’re aloof having a complete bunch conversations,” she said.
‘Anything is that you can imagine’
The Penfolds at reveal relate month-to-month to the south-east corner, now not too prolonged ago adding more locations to their list of where they can relate to.
Each month, four out of the six individuals of the family hit the road turning in the boxes teach to their customers’ doorways.
The 2 left at home “stay in the back of to retain the home fires burning and the cattle fed”.
The curiosity in the beef boxes in the past year has considered the Penfolds field curiosity from around Australia, despite very top turning in in the south-east corner.
“Interstate are very eager,” Ms Penfold said.
“However we’re aloof working via that and we lawful assemble now not have the answers as but, but we’re aloof talking.”
The rapid upward push of the boutique brand had taken the Penfolds all of sudden, but they were furious to look where it took them.
“It’s lawful all about how we work via the logistics of the provide chain.
“There are lawful so many parts alive to.”
Even with all the stress and turmoil of the past 12 months aloof impacting upon their family business, Ms Penfold said one important lesson had arrive from it.
“We had to work out the incompatibility between needs and wants,” she said.
“I contemplate that all and sundry has labored out that they really enact want meals and then expectantly, in that chain, that we really enact want farmers.”